Demand Gen

October 22, 2026 10 min read

AI enablement, or how to get your marketing team past "I tried it once"

AI enablement for marketing teams: how to get everyone using AI, not just two enthusiasts, with lessons from TCS's social team and from our own mistakes.

Deep dive Demand gen Sales execution and expansion

Microsoft ECIF explained: the partner money your marketing plan can't spend

Microsoft ECIF pays for proofs of concept and deployments, decided by Microsoft's field teams. How it differs from co-op and MDF, and how partners get chosen for it.

October 16, 2026 7 min read

October 15, 2026 8 min read

How to get your company recommended by ChatGPT (we tested ourselves first)

We asked ChatGPT and Claude 18 buyer questions twice each and were named in 10 of 72 answers. What got us named, what didn't, and what it means for B2B brands.

Deep dive Demand gen Awareness

Marking 10,000 partners' homework: how to see what MDF funds produce

Vendors know what MDF funds each partner claimed, but rarely what the money produced. How we built Microsoft a tool that scored 10,000+ partners' marketing.

October 13, 2026 8 min read

October 8, 2026 9 min read

Lead magnets got interesting again (thanks, AI)

The best lead magnet gives buyers an answer about their own business while they're still on the page. Two interactive builds, for Microsoft Surface and Nintex, show how, and AI coding tools have made them much quicker to build.

Demand gen

Your 2027 budget is being set now. Don't ask for AI money, name what it replaces

The easiest AI budget to win is one you already have. Find a line you pay for and don't love, cost the replacement honestly, and answer finance's questions before they ask.

October 6, 2026 11 min read

AI agents in partner marketing: the work no human was going to do

AI agents in partner marketing: why partner programmes were always understaffed, the agentic workflows vendors already run, and what teams can now build.

May 19, 2026 9 min read

April 21, 2026 14 min read

How I use Claude Code as a designer

How I use Claude Code as a designer: prototyping UI from a prompt, building design systems with Figma MCP, shipping production work, and when not to use it.

May 8, 2026 13 min read

Topical Demand gen

AI agent orchestration: who owns the plan when every tool has its own agent?

Cowork, Breeze, Agentforce and Adobe Coworkers all shipped in 60 days. None of them own the plan. Here's what AI agent orchestration actually looks like in 2026.

April 15, 2026 16 min read

AI search visibility tool: how to check if AI is recommending your business

Is AI recommending your business? How an AI search visibility tool checks ChatGPT, Claude, Perplexity, Gemini and Grok, and how to read what it finds.

April 1, 2026 14 min read

What happens when marketing teams start building their own AI-powered tools

What happens when marketing teams build their own AI powered marketing tools: working prototypes in a day, demos that sell, and when to build rather than buy.

March 31, 2026 17 min read

Channel partner marketing strategy: unlock revenue beyond top performers

A channel partner marketing strategy built on momentum signals, not last quarter's sales: how to find the partners generating revenue you can't see yet.

March 31, 2026 15 min read

The secrets to channel partner revenue: according to real partner marketers

How to grow channel partner revenue, from real partner marketers: segment by potential, find hidden partner revenue, prove MDF ROI and get content used.

How to Nurture and activation Demand gen

Turn unused partner enablement into channel revenue

How to audit your partner enablement content, find the small share that drives deals, and push it to partners so unused assets turn into channel revenue.

March 31, 2026 14 min read

March 31, 2026 14 min read

Why channel management fails when every partner gets the same enablement

Why channel management fails when every partner gets the same enablement, and how reading partner signals helps you tailor support and measure it by revenue.

March 31, 2026 15 min read

Why your Marketing Development Funds aren't generating pipeline

Why marketing development funds often fail to generate pipeline, how MDF allocation rewards persuasion over performance, and how to tie MDF spend to revenue.

March 30, 2026 16 min read

GEO vs SEO: what's the difference, and do you need both?

GEO vs SEO: SEO gets your pages ranked in Google, GEO gets them cited by ChatGPT, Perplexity and Google AI Mode. Where they overlap, and how to run both.

March 30, 2026 18 min read

How to build content that AI search engines actually cite

AI search optimisation: how to build content AI search engines cite, with answer-first sections, named experts, offsite posts and the technical basics.

March 30, 2026 17 min read

How to earn AI citations on Reddit, LinkedIn, and Quora

How to earn AI citations on Reddit, LinkedIn and Quora: why brand mentions beat backlinks, what AI cites on each platform, and how your experts keep up.

March 26, 2026 13 min read

Account intelligence: deep ABM research in minutes, not weeks

Account intelligence cuts deep ABM research from 20-40 hours per account to 15-30 minutes, so the same team can cover 100-200 target accounts, not 5-10.

March 26, 2026 13 min read

Buyer intent data isn't working: how AI turns enriched data into real insights

Why buyer intent data rarely tells you who to contact or what to say, and how AI research turns enriched data into insight you can personalise outreach with.

March 25, 2026 14 min read

AI data enrichment: clean, enrich, and activate B2B data

AI data enrichment for B2B: how to clean, verify and enrich account and contact records at scale, then turn them into research your ABM can run on.

March 25, 2026 13 min read

Data quality issues: why your B2B data is broken and how AI fixes it

Data quality issues in B2B: data decay, duplicates and naming chaos, the pipeline problems they cause, and how AI cleans your CRM data at the foundation.

March 24, 2026 9 min read

Design.md files and the foundational patterns of AI assisted design

What a Design.md file is, how it carries your design rules into AI assisted design tools like Claude Code and Cursor, and where AI generated UI falls short.

March 20, 2026 13 min read

AI content marketing: how enterprise teams scale without losing quality

AI content marketing for enterprise teams: how to scale output without losing your brand voice, why strategy matters more than tools, and where automation fits.

March 20, 2026 12 min read

AI design systems: from Figma to production-ready code

AI design systems in practice: machine-readable design tokens, the Figma to code MCP workflow, what AI can automate, and where a designer's eye still matters.

March 20, 2026 11 min read

AI marketing automation: the difference between assisted and agentic

How AI marketing automation works for enterprise teams. Rule-based systems, AI-assisted tools, and agentic platforms that plan and execute.

March 20, 2026 14 min read

AI marketing platform: the buyer's guide for enterprise teams

Most AI marketing platforms are content tools with good branding. A real one plans, executes, and reports. Here's how to spot the difference.

How to Demand gen

AI marketing strategy that actually drives pipeline

Most AI marketing strategies are tool adoption plans in disguise. A strategy that actually drives pipeline starts with objectives, not tools.

March 20, 2026 12 min read

March 20, 2026 13 min read

How designers are using AI coding tools to build real products

How designers are using AI coding tools to build real products: what you can build with an AI app builder, the assistants that work, and how handoff changes.

March 19, 2026 14 min read

The AI image generation tools designers are actually using

The AI image generation tools designers actually use: Midjourney vs Adobe Firefly, how to prompt for usable output, and why raw output still needs editing.

March 17, 2026 14 min read

AI for designers: what works, what doesn't, and where it's heading

AI for designers: where AI prototyping tools help and where they don't, image generation, design systems, and building products with AI coding tools.

How to Demand gen Awareness

Microsoft MDF in FY27: what changed, and why Microsoft calls it co-op

What changed in Microsoft MDF for FY27: 50% of co-op investment directed at awareness and pipeline, what stayed the same, and how to plan before it expires.

March 10, 2026 11 min read

March 5, 2026 18 min read

What an AI-powered marketing agency actually looks like in 2026

How we rebuilt Fifty Five and Five as an AI-powered agency. The highs, the lows, and what to look for in a modern marketing partner.

February 26, 2026 13 min read

What is an llms.txt file and why does your website need one?

An llms.txt file gives AI systems a plain Markdown summary of your website. What goes in one, how it differs from robots.txt, and how to create yours.

How to Demand gen Sales execution and expansion

What is SXO? Search experience optimisation explained

SXO, or search experience optimisation, joins SEO, UX and conversion work so the people search sends you actually enquire. What it is and how to start.

July 25, 2025 9 min read

Choosing the right AI marketing agency: key factors

Choose the right AI marketing agency by identifying genuine capabilities, evaluating pricing models, and making informed decisions for your B2B business.

July 6, 2025 10 min read

How to Sales execution and expansion Demand gen

Revolutionising B2B email marketing with AI email insights

How an AI email writer personalises B2B emails at scale, turning a few data points per contact into relevant, human-sounding messages, explained step by step.

May 20, 2025 11 min read

SEO ROI: how to measure it when searches don't click

What ROI means in SEO and how to measure it when AI answers and zero-click searches hide the value: direct, assisted and implied returns, and the maths.

April 29, 2025 9 min read

April 17, 2025 15 min read

Effective strategies for managing SEO at scale

SEO at scale without the mess: what to automate, why structured content matters, using fewer tools, and checks that don't rely on memory as volume grows.

How to Nurture and activation Demand gen

SEO automation: what to automate and why it matters

SEO automation done properly: the five jobs worth automating, from technical audits to internal links, and the strategy and editorial calls you never should.

April 16, 2025 9 min read

March 14, 2025 7 min read

The hidden costs of data enrichment tools (and how to avoid them)

Data enrichment tools hide costs behind credits, integration fees, and data decay. What ZoomInfo, Clearbit, and Clay really cost.

February 26, 2025 9 min read

ZoomInfo intent data: how accurate is it, really?

ZoomInfo intent data flags companies researching your category. How accurate it is, where the false positives come from, and when it's actually worth using.

February 26, 2025 26 min read

ZoomInfo University: certifications and whether they're worth it

ZoomInfo University explained: the Sales, Marketing and Engage certification tracks, the 80% pass mark, how long it takes, and whether it's worth your time.

How to Demand gen Sales execution and expansion

What is ZoomInfo? A practical guide to the B2B data platform

What is ZoomInfo? A plain guide to the B2B contact database: what it does, what it costs from about $15,000 a year, where it falls short and the alternatives.

February 25, 2025 10 min read

February 13, 2025 9 min read

AI lead generation: effective strategies and real results

AI lead generation: where AI really improves lead scoring and conversion, where it falls short, the tools worth considering and what's emerging next.

How to Sales execution and expansion Demand gen

ZoomInfo pricing 2026: what you'll actually pay

ZoomInfo pricing for 2026: Professional from about $15,000 a year, Advanced from $24,000, Elite from $40,000, then the credits, seats and data add-ons on top.

February 10, 2025 9 min read

January 10, 2025 7 min read

The power of human-AI collaboration in modern production

Human-AI collaboration is transforming marketing the same way machinery revolutionised production in the 18th and 19th centuries. Here's how.

December 18, 2024 7 min read

How to accelerate content marketing ROI with AI

How to improve content marketing ROI with AI: using it for ideas, faster writing, audience insights and SEO, and to scale your content strategy as you grow.

December 11, 2024 10 min read

AI in B2B marketing will change things forever

AI in B2B marketing: the challenges it helps with, why personalisation matters, what we've seen it do in real campaigns, and where B2B marketing goes next.

December 9, 2024 8 min read

Achieve ROI with custom AI tools

Five use cases for custom AI tools in B2B marketing and the ROI they bring: MDF allocation, ABM at scale, on-brand social content, toolkits and recruitment.

December 4, 2024 8 min read

AI adoption in business: driving growth and success

AI adoption in business without the hype: five hard facts about AI, how to lead rather than follow, and how adoption is changing marketing and content work.

October 21, 2024 10 min read

Embrace AI generated content: no human input needed

Why marketers are sceptical about AI generated content, what human-led AI means, and which marketing tasks we hand to AI and which we keep for people.

September 11, 2024 7 min read

Your B2B ABM strategy powered by AI

How AI helps a B2B ABM strategy scale personalised outreach to target accounts, the benefits of AI-driven ABM, and how we use Compass for ABM ourselves.

The marketing funnel has evolved (how to keep up)

How the marketing funnel has evolved as B2B buyers research on their own, the factors driving the change, and how to reshape your strategy with ABM.

June 5, 2024 7 min read

April 2, 2024 10 min read

AI trends your B2B business needs to know

Seven AI trends for B2B businesses from 2024, from AI-enhanced ABM and predictive lead scoring to personalisation at scale, conversational AI and ethics.

March 1, 2024 16 min read

IT marketing playbook: key strategies for every buyer stage

IT marketing strategy for tech companies: research, nurturing leads through the B2B buyer journey, timing, AI and automation, converting and keeping clients.

December 19, 2023 10 min read

Elevate your strategy with Compass: the AI marketing app

Why we built Compass, our AI marketing app: the problem it solves, what makes it different, and how its apps help enterprise tech companies with marketing.

August 31, 2023 9 min read

What is the hook in B2B marketing?

What the hook in B2B marketing is, with examples: how to develop hooks for campaigns, common mistakes to avoid, and the role personalisation plays.

August 9, 2023 15 min read

Marketing for tech companies: a history

Marketing for tech companies, past, present and future: how B2B technology marketing began, how it has changed, and what marketers should prepare for next.

August 8, 2023 15 min read

AI marketing case studies: driving client growth with AI

AI marketing case studies and uses: eight ways AI is applied in marketing, a social media case study with generative AI, and the four types of marketing AI.

How B2B gamification can level up your business

B2B gamification explained, with examples: what gamification is, its benefits for B2B marketing, and the steps to make badges, leaderboards and rewards work.

July 13, 2023 9 min read

October 21, 2021 7 min read

How to set up A/B testing in MailChimp

How to set up A/B testing in Mailchimp step by step: what email A/B testing is, which variables to test, and how to use open and click rates to pick a winner.